Ask the Expert - Nike Ad Controversy

In this blog post and associated Marketing Minute video, I discuss the the controversy around the Nike Ad from a Marketing perspective. 

The new Nike ad featuring Colin Kaepernick is certainly provocative. But will it be a successful Ad Campaign? That is yet to be seen and judged.

At this point, after the initial uproar and airing of the commercial during the NFL’s season kickoff, I have decided to join the fray. No, I am not going to engage in the controversy, only the Case Study of a campaign from a Marketing perspective.

In the first 24 hours following the Twitter post, Nike earned an amazing $43 million in Earned Media.

“Earned media (or free media) refers to publicity gained through promotional efforts other than paid media advertising, which refers to publicity gained through advertising, or owned media, which refers to branding.” Wikipedia

The Apex Marketing Group provides advertising and branding consulting services and customized sponsorship & brand analytics/feasibilities for municipal/venue owners & commercial brands.

The two-minute ad, entitled "Dream Crazy,'' aired in its entirety during the first commercial break of the third quarter. Again, this is a brave move for a brand and proves that Nike is not afraid to take a side.

I found the excellent Bloomberg piece by Eben Novy-Williams to be a valuable read. 

“Nike cares most about the category influencers and tastemakers -- nearly all of whom will embrace their decision,” said Howe Burch, the former head of U.S. marketing for Reebok. “They know they will lose some customers short-term but not the kind of customers that really drive their business.”

I was also impressed with the Forbes article by Derek Rucker, a Professor of Marketing at the Kellogg School of Management. 

“Perhaps more interesting for marketers, is that this is a rich opportunity to learn about how to build brand’s in the digital age.  Indeed, one of the common challenges I hear from brands is with regard to how to engage and interact with consumers when sensitive issues and topics arise.”

We will be watching the influencers on all sides of the issue to determine the best way to discuss important or controversial topics in this age of Social Media. 

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Please feel free to comment on the use of Provocative Marketing below.